Top Story

e4m_logo.png

Home >> Out-of-home >> Article

BlackBerry ‘actions’ wide spread outdoor campaign

19-September-2012
Font Size   16
BlackBerry ‘actions’ wide spread outdoor campaign

Research In Motion has taken its ‘Action starts here’ initiative outdoor in a big bang way. The campaign is a product of over six months of strategic and creative development between BBDO and RIM. Starcom has executed the outdoor campaign across 40 cities.

The red symbol is an integral part of the ‘action’ campaign that is present across all outdoor touch-points, along with support from below the line activations.

Apart from using traditional out of home media formats such as unipoles, billboards, buses, traffic boom barriers, bus shelters, pole kiosks and gantries, media formats at railway stations and airports have been used effectively in this campaign.

Commenting on the initiative, Krishnadeep Baruah, Director Marketing – India, Research In Motion said, “The concept stemmed from the understanding that BlackBerry is an enabler of action. The campaign showcases the strengths of BlackBerry as a brand that supports individuals to get things done. The new red ‘splat’ that resides in every BlackBerry smartphone will now be the symbol of action.”

“This resonates strongly with the brand, as the use of the red icon or the ‘splat’ is a symbol of action which is unique to BlackBerry. It is the symbol of a new message incoming as an icon of action. The ‘splat’ is used as a rallying symbol for those who seek action and find opportunities in any situation,” added Baruah.

An extensive outdoor media mapping was set in place, on the basis of which live media at cafes, college canteens, salons, restaurants, gyms, modern trade outlets and cinemas is targeted. Apart from BlackBerry stores, branding across select malls, office blocks, corporate parks and departmental stores is in place.

‘Action starts here’ is a regional brand campaign that was launched in August 2012 in India and Thailand. The campaign will also include some of the South East Asian countries soon.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The Managing Editor of Public TV gives insights about the struggle the Kannada news channel endured during its nascent stage and what led them forward to the second position that they occupy right now in what is a rather crowded marketplace

The unveiling of the Pitch Madison Advertising Report 2018 event was held on February 15, 2018. Over the years, the report has become a benchmark in the industry. Here are some pictures from the event...

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing...

Jake Dyson, Chief Engineer and Member of the Dyson board, spoke about the innovations and technology that they plan to bring to India